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In a significant career move, the 34-year-old coach has stepped down from the England WU23 national team to be appointed head coach for NWSL franchise Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who was at the helm of the California club during its first two seasons in the top-flight American league. Montoya stated in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “It has helped shape me both in my career and as an individual. Now, I feel ready and excited to test my abilities in a different setting.”

Coaching Pedigree

During her tenure in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. Accompanying her to the United States is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the English top division.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “Emma is not only an superb manager, but she also has a strong record of nurturing talent to thrive domestically and internationally.”

“Her leadership qualities are exceptional of squads and building ethos and has the tactical philosophy we were seeking,” she continued.

The Task Ahead

The California side experienced a rollercoaster start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before slipping to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their venture abroad. They have played a pivotal part in strengthening the pathway between the WU23s and the senior squad.”

“Together, they have directly influenced the development of many promising talents who have earned call-ups to senior Lionesses,” he added.

Player Progression

Since taking over Mo Marley in 2023, Coates has overseen the promotion of several players to the Lionesses squad, including midfielder Lucia Kendall—who netted her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements is now underway, with the aim to continue the progress of the Women’s Under-23s setup in the coming years.